My Walt Disney World Strategy

1. Walt Disney World
Digital Strategy
By: Sarah Masson

2. DIGITAL STRATEGY
OVERVIEW:
• Bring more families to Disney World
• Increase amount of kids coming to Disney for their
birthday
• Enhance overall brand image

3. DIGITAL STRATEGY OVERVIEW
CONTINUED:
• Increase brand awareness
• Influence decision makers
• Effectively use online tools

4. TARGET AUDIENCE:
• Middle-aged males/females with families in the middle
class or above
• Young kids (ages 5+) with families in the middle class
or above

5. SOCIAL MEDIA:
• Facebook
• Twitter
• Instagram

6. INTERNET MARKETING:
• Largest part of our digital strategy
• Google AdWords
• Exciting offers and exclusive packages
• Blogging

7. BUDGET:
• Factors:
• Social media 30%
• Pays per click 30%
• SEO 20%
• Mobile content 10%
• Email 5%
• Online content 5%

8. MOBILE STRATEGY:
• Phone application that includes:
• Contests and prizes
• Blog posts
• News stories/Images +Videos

9. MOBILE STRATEGY
CONTINUED:
• Phone application also includes:
• Interactive game for kids
• Disney map that features:
• Rides, walking paths, booths, bathrooms, food
locations, etc.

10. MEASURING SUCCESS:
• 1 year time frame
• Goal is to increase:
• Population of kids coming to Disney for their birthdays
• Sales
• Overall PPC and SEO
• Create an effective and helpful phone application